Trading Down

Not too long ago, I got a call from an exec at a very large PR agency.  I knew a great deal about the agency, and had a favorable impression, so I listened.  The conversation started off pleasantly, and was going well, when suddenly we hit a snag.  Without a trace of embarrassment, she suggested that my years at Eastwick --the best in my professional life -- have given me an opportunity to “trade up” and work with a more "elite" firm. I was more amused than offended.  She was talking to a working class Puerto Rican from the Bronx who fought his way into an elite college; I’ve heard worse expressions of class and privilege, and I have learned -- the hard way -- that elite does not mean good (not always, and not often enough). She had just failed to "read her audience," as people in my profession like to say.  But more than that, I was reminded why I was sitting behind a desk at a smaller agency, and not hers.  For me, working at an agency like Eastwick was a deliberate choice -- the culture, the values, and yes, the size, were just right.  I’m a start-up guy, and Eastwick -- though it is mid-size by Silicon Valley standards -- has the qualities I love in start-ups: fast, innovative, open to change.  I told myself that if I were ever going to trade, I would probably trade down, to start at the grassroots level and build something new. 

I'm now ready to do that.  Tomorrow is my last day at Eastwick, and following the convention of other transitions in my world, I’ve decided to announce my news on this blog.  But the real news, if there is any, is that I'm starting a new business.  I expect this to raise even more questions than I would have raised had I chosen to go to a competitor or a larger agency.  (“A new kind of consultancy in the Valley?  What is he thinking?").  But what I’m doing is taking the leap that many of my start-up clients have taken – going out on my own, with just one partner, starting with little more than a notebook of ideas, aspirations and -- thank goodness -- leads.

***

I arrived at this decision after exploring a couple of options.  For some time, we looked at whether we could launch this new venture within Eastwick.  But the business opportunities that excite me the most would be even more difficult to execute within the structure of an agency.  I am hoping my new business -- launching in September -- will be the first multi-discipline communications consultancy intentionally built for the post-blogging economy.  It will be a different take on  PR -- and it will be broader than social media -- overlapping on disciplines that require different people, different ideas and, most challenging, a different business model.  I plan to address all three.

Another reason to go out alone, and not to another agency:  it would have been difficult for me to accept a role at another agency where I didn’t have a full vote at the senior management table.  My partners at Eastwick -- Barbara Bates and Elaine Cummings -- are two of the most broad-minded, and forward-thinking agency executives in the Valley, and over the past four years they have given me a great deal of freedom to explore, ideate, and tinker with the new things I believe agencies need to learn and master.  Truth is, it’s great to be a partner, and whatever I decided to do had to provide me with at least as much latitude as the people at Eastwick allowed me.  I am proud to say that Eastwick will be my first client.

But just as important was the thing that drove me to Eastwick in the first place.  I was attracted to the agency because of the culture, the reputation, and the people -- especially the young folks, who see Eastwick as a place to learn, experiment and challenge the mandate of PR.  Again, I’m a start-up guy, and I’m most excited when working with small, emergent groups.  Now that I’m ready to try something new, I’m happy to trade down.   

Stay tuned -- when I’m back in business this Fall, I’ll have something new to talk about. But I’ll be sitting behind a smaller desk, I am sure.

Comments

[Shaula Evans]

Giovanni, it is a pleasure to be able to offer you congratulations in public. Your new project sounds SO exciting -- I really wish you all the best. (I also, very selfishly, hope you'll continue blogging in your new gig.)

And now I understand why we hit it off so well -- I'm a working class girl from small town western Canada who fought my way into elite private high school and college on scholarship. Scrappers seem to flock together. :)

I wish you, and anticipate, every success with your new, smaller desk. Thanks for breaking the official news here, and please keep us all posted.

[steve rubel]

Giovanni, lots of luck to you. I faced a similar path and went in the opposite direction. I am loving it and I am sure you will too. The key is to follow your bliss.

[Jen McClure]

Congratulations, Giovanni. This is very exciting news! Best wishes with your new venture.

[R.J. Pittman]

Well, as the proud author of Eastwick's very own agency tagline: "The Art and Science of the Bottom Line" I can only say that knew you back when... ;)

I truly enjoyed all 5 years with Eastwick as our agency for Groxis. Giovanni, you were the perfect compliment to Barbara and the gang, thanks for helping us break all the records for media coverage when Groxis was nothing but a prototype. Its been great watching you evolve, and surely the best is yet to come. See you on the other side mate!

Cheers,

R.J. Pittman, Co-founder
Groxis, Inc.

[Giovanni Rodriguez]

Shaula, Steve, Jen and RJ --thanks so much. We will all continuing talking, I am sure.

[Jennifer Drayton]

"Luck is what happens when preparation meets opportunity"
- Seneca

Giovanni, I'm thrilled about your new adventure. We should talk!

[Matt Marshall]

Giovanni, great post. All the best on your new venture!

[James Governor]

You will never look back. in late 2002 I set up RedMonk with Stephen O'Grady with similar intentions for the industry analyst business. We haven't grown much - now we're three analysts - but we do things differently, have good clients, a decent reputation, a strong brand, and good quality of life. let me know if your new business touches spaces RedMonk does - and i would be happy to offer advice or support if you ever need it. Its a bit scary to go out on your own but its the best thing you have ever done. welcome to the influence 2.0 economy.

[Giovanni Rodriguez]

James -- many thanks for your support. And I love the phrase "Influence 2.0." Speaks to something I've been saying -- PR has always been about social influence. We now just have a bigger bag of tools. Eastwick is going to keep expanding that bag; I'm just going to approach it from a different angle. Once I open shop, I will give you a call.

[Denise Vardakas]

What can I say... If it weren’t for the chocolate martinis with you and Barbara during last year’s Counselor’s Academy, I wouldn’t have come into the Eastwick fold. It's been an honor to have worked with you over the past year. I have learned so much from you, and could not have hoped for a better mentor. I wish you all the luck with your new journey, and I’m sure we’ll see some very exciting things come out of it.

[Elaine Cummings]

All this time I thought I was president of the Giovanni fan club but clearly I have some competition. G, it's been a fun ride. Thanks for inspiring us to explore new paths. You've made believers out of all of us. Looking forward to continuing our work together.

[Tom Foremski]

Giovanni, you are following in fine Silicon Valley tradtions, spinning off and launching your own venture! The only risk around here is not taking a risk :-)

[Barbara Bates]

It's been a fun and wild ride together and we look forward to keeping the momentum going in this brave new world of Influnece 2.0...gotta love that! It's encouraging to see the feedback from all those entrepreneurs out there (or serial entrepreneurs like RJ) who really get what it means to blaze a new trail. You've got lots of supporters behind you...and two of the biggest ones are Elaine and I.

[David Dalka]

Hope to hear more. Good luck.

[Karl]

Giovanni, thanks for your help and your advice. I wouldn't be where I am if not for Eastwick, you, and Denise. Thanks again, please keep blogging, and I'll be in touch.

[Mimi]

G,
I can't even begin to tell you how much you'll be missed... But thanks to your unwavering support, I've been able to find my place here at Eastwick. Without that support from you and others at Eastwick, I would not have been able to enjoy the freedom to express myself and learn as much as I do every day. You've taught me how important it is to fall in love with your client's technology and not just go about your daily duties like a PR robot. And as far as "trading up," show me another agency that can offer the same freedom and forum Eastwick gave and CONTINUES to give a relative "newbie" like me.